Toys "R" Us: From Yesterday to Tomorrow
MKT 5344
Professor: Dr. Nicholas Gerlich
West Texas A&M University
2004
Introduction
This paper discusses company's multichannel strategy, its marketing issues and overall approaches to maintain sustainable competitive advantage.
Toys "R" Us Inc. emerged as a public company in 1978. It is an $11 billion dollar company with approximately 1,500 stores worldwide. The company is a market share leader in both the U.S. and Japan. In the U.S., its largest market, it operates the largest free-standing destination toy and baby specialty stores.
Since its inception, Toys "R" Us, Inc., has grown to include the following divisions:
? Toys "R" Us, U.S., including Geoffrey's Toys "R" Us
? Toys"R" Us, International
? Babies"R" Us
? Toysrus.com
The "R" Us family of brands offers a broad assortment of toys, games, sporting goods, electronics, software, baby products, children's apparel and juvenile furniture.
Chapter I
In this chapter I am going to review multichannel strategy of Toys "R" Us with focusing on how company tries to reach its customers and build customer retention.
In today's changing global economy, it is extremely hard for companies to build competitive advantage and even more difficult to sustain it. Products of competitors catch up with cutting-edge technologies. Brand advantage requires enormous amount of financial and human resources. Pricing is highly competitive, so buyers always look for best offers and deals.
This tough environment requires companies to maintain true executive-level strategic value to customers and assist them maximize profit ...